2018 China Advertising Great Wall Awards

2018-10-31

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Written by

Madelyn

Fitzpatrick

Beijing

Hylink was named “Agency of the Year” at the 2018 China International Advertising Festival Award Ceremony, held September 27 at Harbin.


Hylink earned the “Interactive Creative Grand Prix” and the “Best Advertising Company 2018” for their campaign, “JD.com 618 - In the Middle of the Year,” and 3 gold for their efforts with JD.com, OPPO, and CHANDO. The agency also won 5 Silver and 4 Bronze for its digital campaigns for Chevrolet, OLAY, and Snow Beer, among other brands.  


Many of this year’s award-winning campaigns reflected the network’s commitment to championing diversity in the creative industry. Hylink established an idea to shoot short videos based on the theme, “In the Middle of the Year,” and included fourteen brands in the creation and concept. Each brand video was under 6.18 seconds based on this theme and were eventually combined to convey the good life and how love can be ignited in the middle of the year. See the winning video here.  


The highly sought after “Technology Innovation -Gold” honor was awarded to Hylink Shanghai for its “Music Mask Book” campaign with CHANDO. Based on consumer insights, Hylink Shanghai branded CHANDO’s mask products with the tagline, “Moisturize the Skin, Comfort the Soul,” and built the concept “Music Mask Book,” which allowed consumers to scan a QR code on the packaging to enjoy a brand-curated playlist while using CHANDO masks. CHANDO also invited TFboys, currently the hottest boy band in China, for influential branding. Hylink utilized experiential marketing by allowing the product to speak to all senses, providing consumers an innovative, immersive experience.



Hylink Shenzhen won the “Integrated Media Marketing - Gold” award for its series media campaign with OPPO. OPPO launched their new product R11 this year, and the brand needed to increase product awareness and influence, in addition to elevating its sales for the new release. To accomplish OPPO’s goals, Hylink embedded the product in an TV show, reached out to media, purchased billboard space, and ran television commercials to raise exposure of the unique selling point of the phone – its DUAL 20MP cameras. Hylink also helped OPPO with its press conference, launching the event on cable TV with a concert filled with some of China’s hottest stars. On social media, Hylink created the hashtag #who’sthephotoking# and leveraged two Chinese influencers to encourage people to post their OPPO R11 shots. In turn, OPPO occupied Weibo’s top trend list for months. Moreover, Hylink connected with mainstream media to develop creative angles to keep the R11 a main focus in the crowded mobile device market.

 


This award ceremony not only puts Hylink on display as a bellwether in digital marketing, but also reflects the continued innovative strides made by the agency. In the future, Hylink will keep increasing its level of media communications and content creation, providing online advertising solutions for advertisers, and helping clients achieve success in the digital marketing field.



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